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大锦囊001think.com（品牌营销第一资料库）海量精品策划资料!QQ:1242116556AndersenConsulting-StrategicServicesCosmeticsCaseSituation:BeautyAsia(BA)isahealthandbeautyconsumerproductscompanyheadquarteredinMalaysia.ItmanufacturesandsellsalineofcosmeticproductsideallysuitedfortheMalaysianmarketplace.Althoughithasbeenasuccessfulcompanyforovertwentyyears,ithasbeenlosingmoneyforthepasttwoyearsanditsmarketsharehasdeclined.TheCEOhasaskedyoutoassistindiagnosingtheproblemandgeneratingafewpossiblesolutions.Question:WhatshouldBeautyAsiadotorestoreitsprofitability?SuggestedFrameworks:Giventheclient’sdeclineinmarketshare,the3Csmodel(i.e.,Competition,Competencies,Customers)isaneffectiveframework.KeyFacts(tobesharedasthecaseprogresses):CompanyMarketsharedeclinedfrom90%to60%inthepasttwoyears.ManufacturingisexcellentInventorymanagementsystemsareunsophisticatedandineffective,resultinginexcessinventoryandorderfulfillmentproblemsBrandsarewidelyrecognizedthroughoutMalaysiaNonewproductshavebeenlaunchedinthepasteightyearsBAsellsitshealthandbeautyproductsprimarilythroughlocalmomandpopshops(i.e.,conveniencestores)ManagementconsideredsellingitscurrentproductsoutsideMalaysia,buthasbeendistractedbyproblemsinitshomecountryCompetitorsSeverallargemultinationalmanufacturershaveenteredthemarketCompetitorshavefloodedthemarketwithnewproductsMultinationalcompetitorsselltheirproductsthroughsupermarkets大锦囊001think.com（品牌营销第一资料库）海量精品策划资料!QQ:1242116556ConsumersAsaresultofmultinationalcompetitorsenteringthemarket,consumershavebeenexposedtonewtypesofproductsandtheirhealthandbeautyproducttasteshavebecomebroadenedandbecomemoresophisticatedProductsBAhasmultipleproductlinesrangingfromlipsticktoskincreamsBA’sproductsappealtoprice-consciousconsumersThehealthandbeautyproductsindustryisgrowingapproximately15%peryearChannelsBAproductsarecurrentlysoldthroughsmallproprietaryshopsSupermarketsarebecomingincreasinglypopularinMalaysiaSupermarketshavehighorderfulfillme...